Bovine viral diarrhoea virus (BVDV) and infectious bovine rhinotracheitis virus (IBRV) are important viral diseases around the world. The objective of this study was to estimate the incidence of seroconversion to BVDV and IBRV and to identify associated risk factors in dairy herds of Michoacan, Mexico. The longitudinal study included 62 herds and ran from December 2001 to November 2002. The total number of animals enrolled and completing the study were 392 and 342 animals for BVDV and 925 and 899 animals for IBRV. Animals were tested monthly for 12 months, for the presence of antibodies. Risk factors were: herd size (2-9, 10-25 and 26-55 animals), herd serostatus (seropositive or seronegative, only for IBRV), age group of the animal (6 to 12, 13 to 24, 25 to 48 and > 48 months) and animal origin (born in farm, purchased). The cumulative incidences for BVDV and IBRV were 16.4% and 3.4%, respectively; whereas, the incidence density rates for BVDV and IBRV were 15.9 and 2.9 per 1000 animal-months at risk, respectively. Seroconversion curves were statistically different for age group for BVDV and IBRV and for herd status for IBR. The relatively high incidence of seroconversion for BVDV suggests that a successful control programme should be oriented towards the identification and elimination of the PI animals and towards avoiding the introduction of PI cattle to the farm. The scenario of IBRV is favourable to implement a programme directed to reduce the number of new seropositive herds.